pompa.ru (women's clothing): $52,165 revenue, ad spend at 26% of revenue, 286% ROMI
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The task
Drive sales for pompa.ru, a Russian women’s clothing online store. In fashion e-commerce margins are tight and the average order value is low, so the key metric is not the number of orders but ad spend as a share of revenue: advertising has to fit the store’s unit economics, otherwise turnover grows at a loss.
What we did
Launched and managed campaigns driving purchases in the online store, keeping ad spend share and ROMI under control across the whole budget.
Results
- Ad spend — $13,516
- Revenue — $52,165
- Ad spend as a share of revenue — 26%
- ROMI — 286% (($52,165 − $13,516) ÷ $13,516)
Insights
Every ad dollar brought $3.86 in revenue. Ad spend at 26% of revenue is a workable level for clothing e-commerce: it leaves room for margin after cost of goods, logistics and returns, which run higher in fashion than in most categories. The economics hold at under $14,000 of spend; scaling up needs a test at higher budgets.
